Ylva is a lawyer by trade with over 17 years’ experience in the financial services sector and has vast experience managing operations across multiple business lines. After working in several different organisations and countries,
Ylva co-founded Simply in April 2017 with the aim of creating the perfect customer journey that allows SMEs to access funds to realise their potential. Since launch Simply has established itself among the top 50 asset finance companies in the UK, lending more than £600m to over 3800 SMEs.
Ylva is also focused on promoting young talent, diversity and innovation. She has led the Leasing Foundation’s Innovation Initiative running seminars on innovation through design, technology and culture. In 2019,
Ylva founded The Network to bring together women across the alternative lending sector. She was awarded "Innovator of the Year" at the 2018 Women in Credit Awards, and "Leading Woman of Auto and Equipment Finance" at the 2019 IAFN Awards.